Indian consumers are upgrading to better and more premium smartphones every year. As a result, the average selling price of devices is continously jumping upwards. Counterpoint Research, in its latest report said that the retail average selling price (ASP) of smartphones in India is expected to cross $300 for the first time in 2025. The smartphone market's value in India is expected to cross $50 billion figure this year, as per Counterpoint. This would be a big jump considering the smartphone market was valued at 37.9 billion in 2021.
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Apple Expected to See Strong Demand for Pro Models
More and more OEMs (original equipment makers) are focusing on launching premium and ultra-premium devices in India to improve profitability. Apple and Samsung are the leaders in the ultra-premium segment. Counterpoint said that Apple is expected to see a strong demand for its Pro models in 2025. Samsung is winning with its value focused strategy with the S series devices while OnePlus, a Chinese OEM is looking to expand its market share in the ultra-premium segment with the launch of OnePlus 13.
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Counterpoint said, "In the affordable premium category INR 30,000-INR 45,000 (~$350-$525), brands such as vivo, OPPO, and OnePlus are attracting consumers by offering advanced camera systems and refined CMF designs. vivo’s V series, enhanced by its partnership with ZEISS, and OPPO’s Reno series are performing strongly across channels."
The premium segment in the device's market (higher than Rs 30000) is expected to exceed 20% market share in 2025, as per the research firm.
